Original scientific paper
Opportunities and potential threats to Croatian olive oil sector in the European Union
Eva Perica
; Zadar, Hrvatska
Marija Cerjak
orcid.org/0000-0003-0696-4364
; Agronomski fakultet Sveučilišta u Zagrebu, Zagreb, Hrvatska
Ornella Mikuš
orcid.org/0000-0001-8116-3159
; Agronomski fakultet Sveučilišta u Zagrebu, Zagreb, Hrvatska
Abstract
The aim of this paper was to determine opportunities and potential threats to Croatian olive oil sector after the accession to the European Union. Olive oil balance was done based on available statistical data; the expectations of experts regarding domestic olive oil market after the accession were collected by means of expert interviews. Based on SWOT analysis of domestic olive oil sector, strategies for further development of the sector were proposed. Research results show strong growth of the Croatian olive oil sector in the last fifteen years, but this is still not enough to become competitive in the EU market. The main advantages of domestic olive oil sector are
high quality of produced oil, long-standing tradition of olive oil production, indigenous varieties of olive trees, and great potential for organic production. Potential threats after the accession to the EU are further market liberalization meaning increased competition and reduction of selling prices, insuffcient adaptation to new market conditions, and the interest of foreigners for buying the Croatian olive groves. Further development of the sector should focus on preparation of olive oil producers to new market conditions, better business cooperation within the sector, protection of geographical indications of olive oils, taking maximum advantage of tourist consumption, and improved promotion including education of consumers on olive oil benefits.
Keywords
Croatian olive oil sector; EU; SWOT analyses; development strategies
Hrčak ID:
69039
URI
Publication date:
2.4.2011.
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